Most people start by pricing their product low because of the fear that 'at a higher price' it simply won't sell. The problem here is not only that people may well perceive the product as being of little value, but that your profit margin is also too small to produce the necessary income for a 'roll out' advertising campaign.
Whilst you can't of course go too mad and start with a price that is so high that it will kill the product stone dead, it is often adviseable to take the top end of your own estimate and then add a bit as your starting point.
A free 'lead' product can also often help. Some people believe that this is 'bad practice' as it attracts 'tire kickers' and doesn't get your visitors into the habit of buying from you. While this is certainly one point of view, if your free 'lead' product is of real value you will build a following.
Here's one example:
Web Marketing Centre